Branding & Style Guide Revised January 29, 2009
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“Keokuk: Make It Yours” & “My Keokuk” Branding Style Guide and Principles of Use The purpose of the community of Keokuk, Iowa’s brand initiative is to promote and reinforce a message of confidence in Keokuk’s future. This message is targeted to several specific internal and external audiences. Keokuk has adopted a central brand identity as well as an integrated dual tag line approach designed to: 1.) Invite an external audience to experience and invest in Keokuk. “Keokuk: Make It Yours” 2.) Foster the community sprit and participation of internal residents. “My Keokuk” (MyKeokuk.com & My Keokuk Rocks, Works, Grows, etc.) These messages will interconnect with the primary brand of Keokuk in various ways depending on the target audience of the required marketing material. Style Guide Introduction This Style Guide has been created by the Keokuk Affiliates to help strengthen and clarify the recognition value of Keokuk’s name and the graphic symbols and marks that are associated with it. Our goal is to ensure that people distinguish the identity of Keokuk from other communities in or out of Iowa. We also want to provide a basis for greater consistency of graphic image and style for the community as a whole and others who have occasion to use the “My Keokuk” and “Keokuk, Make It Yours” images and elements. To achieve this goal, the Keokuk Affiliates have developed the set of standards outlined in this Style Guide. The Keokuk Affiliates are formally charged by the community to enforce all “My Keokuk” and “Keokuk: Make It Yours” graphic and editorial standards. This style guide establishes and illustrates formats for any and all publications, Web sites and other graphic products that use these marks, and presents standards for appropriate use of the logo. These formats are to be used by everyone producing communications materials for this campaign. Any exceptions to these usages must be approved by the Keokuk Affiliates. Brand Use Approvals Contact: Katie O’Brien, Keokuk Chamber of Commerce “Keokuk: Make It Yours”
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Primary “Keokuk: Make It Yours” Logo
This logo is the promotional face of the Keokuk Community and introduces the design elements used throughout the marketing campaign. The purple color was chosen as it is already recognized in the community as a color that represents the community, based strongly on the local high school colors. The coins, and subsequently the gold color, were chosen as symbols of the five affiliates. The fonts used in the logo are significantly altered from their original form and should always be used with the layout and spacing as displayed in the original logo. The type should never be replaced with another font or version of these fonts. The Main logo is to be used for all general references to Keokuk and non-specific promotional pieces. It is also suggested that this logo be used in conjunction with sub logos, such as affiliate logos or special logo programs such as the “Rocks” campaign. The logo, in these instances, should be displayed as a “bug” or smaller logo, in the lower right corner of the piece. Fonts Main Logo Block Font is Copperplate Gothic Bold. Script Font is dearJoe Four. Best Practices Best practices will be established and amended as needs arise. Dos and Don’ts Do incorporate logo usage into promotional efforts at every opportunity. Do use the logos only as they are provided. Do not stretch or squeeze the logo. Do not reverse color values on the logo. Only use the pre-formatted reversed color logo. Do not change the color parts of the logo. Do not rearrange the logos’ elements. The logos are to be used in only the formats provided. 3
Variants of the Official Logo The Keokuk logo should be used with the coins when space allows. When space does not allow, remove the coins only, keeping the www.mykeokuk.com text and gold bars, as seen below. If necessary for legibility, the version without the URL may be used. Other official one-color variants are included below, as well.
The main logo exists in a variety of forms to be used as best applicable to the situation. For needs requiring a shorter logo, the version without the coins may be used. Also, if the logo is used in such a manner that the size or the lack of resolution prohibits the coins from being clearly displayed, the logo without the coins may be used. There is also a logo where the colors are reversed for use against dark backgrounds as well as one-color options. Each of the coins represents symbols of the various Keokuk branding affiliates. The coins may only be used separately as supporting branding elements within a marketing piece which also contains one of the primary branding logos. For illustrative purposes, the Chamber symbol is used here.
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Keokuk logo and Image File Location All logos are available from the Affiliates’ offices. Logos and collateral materials are also available online at: http://www.mykeokuk.com/keokuk_images/ Typefaces for Printed Materials The text for main copy in all Keokuk branding-related materials is Arial (normal), at 10-point size. Title text is 14-point Arial Bold. Copperplate Gothic Bold, the font used for the “Keokuk” logo text, may be used for header / title text, as well. Layout, Color, Printing Options The official Keokuk: Make It Yours logo must be placed on all branding-related publications, printed materials, Web sites, multimedia presentations and other communications projects. There are two primary colors used in the logo, gold and purple. The Pantone Matching System color for the purple is PMS 269C. Its red, green and blue formula is 76 Red, 47 Green and 105 Blue; its four-color process formula is 82% Cyan, 94% Magenta, 28% Yellow and 17% Black. The Pantone Matching System color for the gold is PMS 7407C. Its red, green and blue formula is 188 Red, 143 Green and 56 Blue. Its four-color process formula is 26% Cyan, 42% Magenta, 95% Yellow and 4% Black. In publications that cannot be printed in the official PMS colors, the logo may not appear in a onecolor form other than black. Information in this style guide is primarily intended for offset and screen-printing. For any other process, please contact the Brand Use Approvals representative, Katie O’Brien.
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Stationery In stationery use, the primary “Keokuk: Make It Yours� logo is to be displayed in the bottom-left corner of the page, as seen in the example below. Each Affiliate may amend their version of stationery to best serve their needs within the limitations of matching the style of the overall campaign.
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Advertisements Use of all Keokuk branding-related logos and images in advertisements must be consistent with the standards outlined in this style guide. Displays/Multimedia Use of all Keokuk branding-related logos and images in displays, multimedia presentations and other such usages must be consistent with the standards outlined in this style guide. See the image below for an artist’s rendition of potential use of branding materials in an outside display setting.
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Web Sites If the logo is used on a Web site, usage is to be consistent with the Dos and Don’t’s section of this style guide. Trademarks and Licensing Use of these logo materials is prohibited without the express written consent of the Keokuk Branding Affiliates. For licensing matters, contact Katie O’Brien at the Keokuk Area Chamber of Commerce. Editorial Style Standards Use of the phraseology of Keokuk’s branding initiative should be as follows. “Keokuk: Make It Yours.” Please note the use of punctuation and capitalization. Do not use acronyms or other shorthand terms to describe or identify the initiative. All officially released statements, Web sites, posters, advertisements and other such materials should adhere to the Associated Press Stylebook, for ease of cross-reference between multiple affiliates. Photo Use Policy There should be no photos used other than original photographs of the Keokuk area. No stock photography is to be used. Logos used over images with an alpha channel or transparent background should be clearly legible against the background. Drop shadow or an outer glow may be used to achieve this separation. If not, they should be placed over a white box so that they are clearly legible. See the following examples.
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Outer Glow
Drop Shadow 9
“My Keokuk Rocks” Campaign
The “My Keokuk Rocks” campaign is intended to celebrate the various cultural and civic highlights of Keokuk, Iowa. The word rocks is, in this instance, a default example for a huge variety of words or ideas that can be represented by this campaign. For example, law enforcement may use, “My Keokuk Protects And Serves,” while the National Cemetery may use, “My Keokuk Remembers.” This campaign is intended to be picked up and used by organizations throughout our community to celebrate their successes through a unified campaign. Use of the “My Keokuk Rocks” campaign must be approved by the Keokuk Area Chamber of Commerce. Variants of the “My Keokuk Rocks” campaign materials, with examples following, may be requested through the Keokuk Area Chamber of Commerce. Note the reference to this campaign above in the My Keokuk Rocks / My Keokuk Rolls examples on page 8. Though a basic logo has been created for the campaign, the use of shadows, glow, outline or other effects may be used, depending on the placement, purpose or emotion the particular piece is trying to evoke. See the following examples of the same logo layout utilizing slightly different stylizations. The “My Keokuk Remembers” images above are also examples of this brand usage.
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Building on a Theme The logos and branding pieces of the Keokuk Affiliates are to be used only in one of the approved formats. However, branding of Keokuk and its many opportunities is encouraged to build upon of the themes suggested by the community and Affiliate logos. Using the colors, fonts or styles presented in the approved logos helps to tie initiatives to known and trusted brands. Questions should be directed to the brand use approval contact. See the following examples of branding images created to highlight specialized initiatives using approved design elements from this guide but creatively extending beyond those borders to make the brand unique.
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Outdoor Banner
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Affiliate Logos
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For the purposes of this style guide, the Keokuk Area Chamber of Commerce logo will be used as an example, but the instructions apply to use of all “My Keokuk”-related branding logos. Each Keokuk Affiliate has a logo based on the main logo to represent that specific affiliate’s identify and area of community focus.
Main Affiliate Branding Logo
The affiliate logos may also be used with or without the coin image as the need requires. It is suggested that the version with the coin image be used if possible. An example of the image without the coin is below. One-color versions of affiliate logos are available through the brand use approval contact.
Variations to the Affiliate Branding Logo
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Use of the Coins The use of the coin image, five of which represent each of the affiliates, should be done as an augmenting icon to any branding use and is not intended to replace or be used as the sole branding identity of any affiliate in any occasion. Use these in conjunction with the use of the main logo. Questions or should be approved through the brand use approval contact.
If you have any additional questions or need digital or variant versions of any of the branding images presented in this guide contact the brand use approval contact at the Chamber of Commerce. Katie O’Brien, Keokuk Area Chamber of Commerce 329 Main Street Keokuk, IA 52632 319-524-5055 phone 319-524-5016 fax keokukcc@iowatelecom.net
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